The visitor economy in Lincoln has grown five per cent between 2013 and 2014, with the sector contributing £176m to the economy each year, supporting more than 2,000 jobs.
The research reflects performance of the City of Lincoln Council local authority area. The information is collected using an independent tourism research company, commissioned by City of Lincoln Council.
The growth experienced during this period is on a par with the National Tourism Target of five per cent. The largest growth area was staying visitors in paid accommodation - aligned with Visit Lincoln’s ambition of growing the valuable short break market. The staying with friends and relatives market and day visitors also have increased.
Emma Tatlow, Manager of Visit Lincoln, said the growth is positive and demonstrates there is an opportunity to continue to drive growth in this sector.
“Lincoln’s visitor economy supports economic growth in the local area and creates and supports jobs. It is encouraging that we continue to see year on year growth - and we anticipate that with the Magna Carta 800th Anniversary, investment in Lincoln Castle, the stunning events programme the city has played host to this year that we will see even more growth in 2015. Visit Lincoln have delivered a significant national marketing campaign to really put Lincoln on the map and fly the flag for this historic city.’
“A vibrant visitor economy supports so many businesses throughout the city and the wider supply chain. Accommodation businesses have seen growth of 7.6 per cent, but the restaurants, retail and transport sectors also see a benefit from an increase in the number of visitors to the area.
“The research also showed that the city’s visitor economy supports 2,410 jobs (FTEs).”
The Visit Lincoln partnership is a public private sector partnership supporting growth in the visitor economy. Awareness of the destination remains one of the area’s largest challenges, Visit Lincoln act as the champion for the sector and the city and have been delivering coordinated marketing of the city and hinterland since 2011 in addition to providing business support and engaging with national organisations such as VisitEngland, VisitBritain and working with England’s Heritage Cities.
Councillor Neil Murray, Portfolio Holder for Planning Policy and Economic Regeneration at City of Lincoln Council, said: “These figures are great news for the city and demonstrate the importance of tourism to boosting the local economy.
“One of the city council’s main priorities is to grow the local economy and we continue to do whatever we can to support growth, which helps to create jobs and has a knock-on, positive effect across the whole city.
“The fact that the visitor economy is continuing to grow year on year is testament to the hard work being carried out by several organisations to raise Lincoln’s profile. We’re looking forward to welcoming more visitors to this year’s Christmas market and we’re confident the visitor economy will grow again next year following all the exciting events we’ve seen in 2015.”